Schema markup generator for tour and adventure operators
Tour operators can use the TravelAgency type, the closest schema.org fit for a business that sells trips. Fill in the form and I’ll build valid JSON-LD you can paste into your site.
TravelAgency JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "TravelAgency",
"@id": "https://rockymountaindaytrips.example/#business",
"name": "Rocky Mountain Day Trips",
"description": "A Calgary tour company running small-group day trips to Banff, Lake Louise and Kananaskis.",
"url": "https://rockymountaindaytrips.example/",
"telephone": "+1-403-555-0142",
"email": "hello@rockymountaindaytrips.example",
"image": "https://rockymountaindaytrips.example/images/photo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Banff day tours",
"Lake Louise",
"Kananaskis hiking",
"Wildlife tours"
],
"knowsLanguage": [
"English",
"German",
"Korean"
],
"paymentAccepted": "Credit card, PayPal",
"currenciesAccepted": "CAD",
"sameAs": [
"https://www.instagram.com/rockymountaindaytrips",
"https://www.linkedin.com/company/rockymountaindaytrips"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your tour company’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for tour and adventure operators
Type: TravelAgency. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
knowsAbout | Destinations and tour styles are how travellers search. Naming them helps AI tools recommend your trips. |
knowsLanguage | Guided tours in a traveller’s own language are a strong reason to book. Say which ones you offer. |
areaServed | Name where you pick up and where you go, like Calgary, Banff and Canmore. |
currenciesAccepted | International visitors want to know what currency they will pay in. |
sameAs | Link your Tripadvisor and social profiles so your identity is connected. |
Common mistakes
Marking up each scheduled departure in the business markup. Specific tours can be described on their own pages.
Listing a pickup hotel as your business address. Use your own office address, or leave the street out.
Adding Tripadvisor ratings as aggregateRating. Ratings copied from another site shouldn’t go in your own markup.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for tour and adventure operators covers the rest.
Schema for tour and adventure operators: questions
There isn’t a dedicated tour operator type, so TravelAgency is the nearest fit. Some operators also mark up individual tours as TouristTrip on tour pages.
It can. TouristTrip is a schema.org type for a trip. Start with the business markup, then add tour pages with clear details.
Use priceRange for a general sense. Exact prices belong on each tour page, where they can be kept up to date.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta